To celebrate the launch of Y-3’s first-ever tennis capsule during the 2025 US Open, we designed an activation for the reopening of Y-3’s SoHo flagship—a space that reintroduced the brand to New York’s fashion audience while connecting sport and culture through design.
Account Manager: Bruno Lopes Executive Producer: Christine Tran Production Manager: Enrique Alba Producer: Kaleen Lacayo Creative Direction & Design: Eric Wada
The concept centered on precision, performance, and poise — three pillars that define both Y-3 and the game of tennis. Designed to coincide with the 2025 US Open, the activation merged sport and style through spatial storytelling, transforming Y-3’s SoHo flagship into a living expression of the brand’s duality: Yohji Yamamoto’s refined minimalism and adidas’ technical innovation. The environment was designed to move guests seamlessly between moments of intimacy and energy, reflecting the balance between discipline and creativity that sits at the core of both Y-3 and the sport itself.
The environment balanced urban minimalism with luxury craft, creating harmony between SoHo’s industrial edge and Y-3’s understated refinement. The spatial flow guided guests through layered experiences — a journey of contrast and cohesion.
A hero installation of oversized Y-3 tennis balls anchored the storefront, offering a sculptural nod to the brand’s tennis debut. The piece served as both a visual landmark and a social amplifier, uniting press, athletes, and consumers under a single brand statement.
Custom packages for VIP guests included a branded fan and a 1-of-1 hand-painted tennis ball, while general consumers received a gift-with-purchase mini tennis set featuring a cut-and-sew racket, bag, and ball keychain.
Japanese-inspired culinary curation paired with the brand’s minimalist aesthetic. The VIP Happy Hour featured izakaya-style bites like yakitori skewers, katsu sando, and dorayaki, while the Sidewalk Social offered onigiri and matcha from Musubin’.
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